旅遊網站之網路口碑對於知覺信任與風險知覺之影響

Effect of Online-Word-of-Mouth on Perceived Trust and Perceived Risk of Online Travel Website

10.6495/CIMBM.2015.034

王庭皓(Theng-Hoo Ong)；劉敏(Ming Liu)

網路社群 ； 網路口碑 ； 知覺信任 ； 風險知覺 ； Online community ； eWOM ； Perceived Trust ； Perceived Risk

科際整合管理研討會

2015第18屆（2015 / 06 / 07）

493 - 506

繁體中文

蘋果日報於2013年之時揭發出，台灣三星電子利用公司內部職員在網路社群上對於自家新產品製造假口碑，其報導也指出在台灣之消費者會透過網路口碑做出購買決策。同樣中華民國消費者基金會於2010年之時亦抽查10之部落客所推薦之產品口碑文後，結果發現其中2名部落客在口碑文裡沒有附上企業所提供之試用證明。故本研究欲探討網路口碑對於知覺信任與風險知覺之影響。本研究使用隨即抽樣方式採取樣本數，並於2015年3月15日至2015年4月15日發放問卷，共回收474份有效問卷。本研究之迴歸分析結果顯示研究假設成立。

In 2013, Apple Daily came to light that Taiwan Samsung used internal staff to write negative online reviews in social networks about HTC mobile phones. The report also pointed out that Taiwan consumers would make purchasing decisions through online word-of mouth. Similarly, in 2010, Taiwan's Consumers Foundation reviewed 10 bloggers' product recommendation online articles, found that among the 10 bloggers, two bloggers did not attached product test used certificates from companies. Therefore, the purpose of this study is to investigate the impact of electronic word-of-mouth (eWOM) on consumers' trust attitude and perceived risk of online review articles on travel websites. Convenience sampling was adopted for this study and online questionnaires were posted on Survey Monkey from March 15th to April 15th, 2015 for data collection. The study resulted in 474 valid questionnaires. All hypothesis were valid based on the regression analysis. In other words, eWOM demonstrated significant impact on consumers' trust attitude and risk perception.